Today I would like to share the presentation Ryan O’Connell from O Vineyards gave at le #levin20 – I found a video of his presentation last week and I have been thinking about what he was saying ever since.
First let me explain a little more about LE VIN 2.0 – it’s an event which was organised for wine professionals in Paris on 8th December of which the purpose was to gain a better understanding of the web.02 and use it to add value to your wines and gain access to new markets. Unfortunately yours truly unable to attend, but live stream coverage and twitter and blog post have enabled me to just about recreate the day:-)
LEVIN 2.0 (or #levin20 on Twitter) was in my opinion a very important event and evidence of this can be seen in the list of important wine web people who shared their experiences. These include amongst others Gary Vaynerchuk from Winelibrary TV, Philippe Hugon from vinternet, Marc Roisin of vinogusto.com , Yair Haidu of Haidu.net and Rowan Gormley of nakedwines .
Back to Ryan O’Connell – Ryan is a talented young winemaker who owns a vineyard and winery together with his family in Carcassone in the Languedoc. Besides making wine Ryan is quite active in Social Media – and actually although he says that girls don’t stop him in the streets (yet!) he’s quite a well known web02 wine character. In his presentation he talks about how Social Media networking has changed his marketing strategy. He compares Social Media to the more traditional way of marketing, ie wine shows. The shows is where you network and expand your professional relationships as well as try and form customer relationships. This is both possible in Social Media as well says Ryan, and in a less competitive and crowded space. At the wine shows, as a small producer on a very small stand, it is very hard to take the attention away from the larger producers who often invest in a fancy stand that draws the (professional and consumer) crowds. However, a lot of them haven’t made a similar investment in Social Media yet, so it is possible and actually very feasible for a smaller producer to steal the lime light here;-) However, fame and stardom never come easy – and so to get anywhere in Social Media a company needs to do more than just have a blog on their website, open a Facebook page and Tweet occasionally. No to make it one has to actively engage and look for relationships – both on a professional and consumer level.
As said on several occasions by Gary Vaynerchuck you have to be willing to give a lot, help people out and really work at communicating with similar minded people before things start to pay off. However if you do invest the time and effort you can and will meet awesome people online, either fans of your wine – they have had it somewhere before, and by engaging personally with these people you will create the very sought after brand loyalty. And by communicating and sharing ideas with other professionals they will open their network to you, and it is very likely that you will be introduced to someone who can and wants to sell your wine.
And as Ryan pointed out – it does help to talk about more than just your brand.. Ryan set up a regional body – Love that Languedoc - and shared that he has created a lot more interest for his wines by promoting his region rather than just the wines – it gives him a point of difference and adds more value for anybody wanting to understand Languedoc wines.
Whilst I do believe that social media is no replacement for a wine show, I know that whilst the area is not overly crowded yet, it’s a great networking tool which I highly recommend using.
I also recommend following Ryan’s example and share information on your region or country; I know from experience that if you are willing to share knowledge on more than just your vineyard you draw people to you and they will remember you for it – on or off line!